External customers are M ; S’s biggest maker of profit, as they are the biggest buyer of their products. M ; S offer more than just a regular store in order to be successful. These are things such as special occasion’s products; they offer foreign currency and a credit card. They categorise their external customers into, socio – economic groups, Families, OAP’s and Business customers.
M ; S offer perks to their customers these include cash back, this is good if there are not any or very few cash machines around you can still get this cash.They offer security to their customers by using CCTV, this makes the customers feel safer while shopping. Heating and air conditioning are used sometimes to persuade customers for example if the weather is really cold outside the heating will make them want to come inside. Mystery shoppers are used to test/grade the stores this is used to identify weak/poor staff and see were improvements need to be made. These results are place on a notice board.
If customers have any problems or queries they are able to go to a customer service desk, this avoids any waiting in queues, to then be directed to the right desk.It also saves the queue times for others paying customers. Families Families consist of parents with one or more children aged between 0 and 16 years. The products which tend to be bought by families include; food, electronics and clothing. The most likely items of clothing for a family to buy from Marks and Spencer would be school uniform, as it’s well known for the high quality, durability, long lasting and affordable br...
ands covering all of Marks and Spencer’s clothing range.Not only do families want and expect high quality, long lasting products, but a comfortable and hassle free way to shop.
Marks and Spencer meets these needs from customers by offering shopping trolleys with specially designed seats for younger children, or adapted spaces for the younger children’s car seats. Adequate toilets equipped with changing facilities for babies in almost all stores, which are constantly monitored and kept well maintained, cleaned and dependable to all users. Socio – economic groupsPeople will still buy products regardless of what brand it is, this is because Marks and Spencer’s adapt their products to suit the different income ranges and therefore would expect that Marks and Spencer provide a range from low priced goods right up to high priced goods. The different types of food budgets include Marks and Spencer ‘wise buy’ products which are low budget product. Even though these ‘wise buy’ products are a low budget product, they are still made to a high quality standard and would still be very nutritious and appealing. The higher priced products would include their finest range.
This would still be a healthy option but, a more expensive option. Marks and Spencer also produce their clothing range with different Socio-economic groups in mind. This collection would include the ‘Per Una and Blue Harbour’ which is the lower budget choice of clothing. However, this is the lower priced clothing but still to outstanding, durable quality and will have lifelong. Th
more expensive Marks and Spencer clothing range would be ‘Autograph’ which is part of both the male and female ranges, and are made to the same standards as all there other ranges just higher priced, and packaged differently.
OAP’s Elderly people would expect that the majority Marks and Spencer stores have the same or a similar layouts, this would mean that when they enter the store they are greeted by the similar isles. This would benefit the elderly people in navigating their way around a store in a more efficient way, without getting irritated when they are unable to find a product in which they wish for. Marks and Spencer also has numerous signposts in a variety of locations throughout the store such as; toilets, cafe, checkouts, customer service desk etc. are all clearly noticeable.An additional expectation for the elderly customers who shop at Marks and Spencer would be that they would imagine everything would be positioned on one level, otherwise if this is not possible they expect a range of methods to navigate through the floors, this would include a lift, escalator or stairs as all possible options. Marks and Spencer also please elderly people by keeping their slightly older clothing range separate from the new, more fashionable clothing range.
They also base their slightly older range in the same place in each and every store.Business Business customers would expect to purchase items in which they can use within their own business, for example these items would include; food for a cafi?? or items for an office. They also would expect that the items in which they purchase can be delivered as they may purchase larger items which would include furniture for a new bar for example. Factors which affect both internal and external customers needs There are a number of different factors in which affect customers needs both internally and externally.
I have researched into these different needs for both Disneyland and Marks and Spencer. Disneyland I have identified family status as my first factor in which affects customers both internally and externally. This need would affect Disneyland’s internal customers as with families, they may require flexi-time which would enable them to attend to their families when needed and make up the time when they are not needed. This would be important as if they couldn’t attend to their families they may choose to work somewhere in which they can be granted flexi-time.They may also need transport to and from Disneyland if they live close, but not in walking distance of the Resort.
This first need would affect Disneyland’s external customers as they would expect there be different packages for them, depending on income or the age of the family’s children. In order to suit this need, the customers would expect Disney provide various deals, including; special offers, discounts or family tickets. I have researched into some of these different packages in which Disney provide, these include: Save up to 30% off your hotel, park tickets and now even transport with selected partners
For arrivals from 9th January 2011 to 7th November 2011 on a minimum stay of 2 night/3 days this package
- Sony Ericsson
- Audience Theory
- Brand Management
- Competitor Analysis
- Customer Service
- Discount Store
- Electronic Commerce
- Fixed Cost
- Internet Marketing
- Laundry Detergent
- Market Research
- Market Segmentation
- Marketing Management
- Marketing Mix
- Marketing Plan
- Marketing Research
- Marketing Strategy
- Online Shopping
- Point Of Sale
- Product Differentiation